Nescafé links social media to reality with red mug promotion

Inspired by ‘love locks’ people affix to bridges, the coffee brand locked mugs to fixtures in Croatian cities, with the combinations posted on Facebook.

Ragan Insider Premium Content
Ragan Insider Content

One of the biggest challenges for any social campaign is coming up with ways to link the online social world with the physical world. Nescafé found a clever way to make it happen.

Taking inspiration from the love locks that people affix to bridges, Nescafé locked coffee mugs to some bridges in Croatia that users could access if they went through the brand’s Facebook app. Here’s how it worked:

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.